The Case for HTML5 and the Mobile Experience

HTML5 and Why it’s a Mobile Game Changer

HTML5 will continue to see a lot of traction in 2013; it is a viable technology for creating a good web-based experience across numerous devices in situations where budgets are an issue or the primary objective is the consistency of experiences across devices. Savvy marketers will begin to differentiate their mobile service offerings on applications and browsers. Businesses need to treat mobile as a strategic priority – business and technology changes mean that mobile investments must rise and adoption of newer HTML5 coded websites must be adopted. Originally I thought we’d cover SEO, but I just finished an interesting paper authored by Forrester Researchon 2013 Mobile Trends For Marketers.

The paper includes some interesting stats we’ve touched on earlier, namely that the growth in Mobile continues unabated. For instance, over 1 million apps are now available; and more than 150 million tablets have been sold; and there are now over 1 billion smartphones registered – yes, 1 billion with a ‘B’! Immediacy and convenience combine to alter people’s behavior, consumers are changing their normal routines due to the multiple mobile options at their fingertips.

Tablets will be the biggest short-term disruptors. Smartphone penetration has already surpassed 50% in the US and will do so in most developed countries through 2013. In contrast, tablets are in fewer than one in five US households. However, in spite of a smaller installed base, tablet commerce will outpace mobile Commerce on smartphones. Conversion rates are already higher, and consumers use them as PC replacements — shifting their behavior from laptops to tablets.

So what does all of this data mean far a small business struggling to make a buck in America? Simple answer: Your website is outdated.

Your online image is now even more important than your Yellow page style advertising. Interestingly, many Yellow page type companies have recently launched ‘digital’ editions and online divisions. Why? Because they saw this coming and they realized that in order to service their existing customer base they had to adapt and start marketing online.

So let’s get back to HTML5 websites and what they do that normal websites don’t do. They just work – on every platform: your desktop screen, your tablet or your smartphone. They also work on just about every browser, without fancy plugins, or ‘compatibility’ switches or anything like that. I did I mention that an HTML5 website hosted with a good, name-brand hosting company is lighting fast? Yup, it is.

Obviously we’re big fans of this new technology and so are the major search engines. Which sort of brings us back to SEO. The way we look at it, if you want to generate higher SEO, you may as well start with the latest HTML5 code and work from there. OK, next time we’ll focus on SEO, promise. Until then, consider your current website and how your online image factors into your companies overall marketing efforts.